AAFCLE Quick Hits for the week of November 12
Industry groups including the American Advertising Federation, the American Association of Advertising Agencies, the Interactive Advertising Bureau and the Association of National Advertisers are urging the Commerce Department to scrutinize California’s new privacy law and the EU’s General Data Protection Regulation with the goal of creating new national data privacy regulation. “If inconsistent approaches at the state and local level are not harmonized, such laws will create patchwork regulation of the Internet that consumers will not understand and that will not serve their interests,” the groups wrote.
Twenty-seven magazine brands now have 1 million video viewers each per month and video audiences among magazine brands increased 24% in the last year, per The Association of Magazine Media. Mobile audiences for digital magazine content rose 15.3% in September from the same month in 2017.
Instagram opened up Stories last year as a way to drive app installs, and advertisers have been taking advantage and seeing results. They’re saving money and getting as many as three times more installs than is typical with other placements, which social media managers attribute to the video-centric nature of Stories.
Connected TV ads accounted for the most impressions by device during the past two quarters, taking a 38% share, with mobile in second place, Extreme Reach reports. The average completion rate for connected TV ads in the third quarter was 95%, compared with video’s overall average of 82%.
Global marketers are increasing diversity in ads, with 29% showing more women, 19% using transgender models and 14% employing more gender-neutral people, according to Shutterstock. Twenty percent of US marketers are featuring more images of those with disabilities, but 52% say it is hard to do so while visually reflecting their brand; 61% said they were worried that showing gender neutrality in ads could adversely affect their business.
The Interactive Advertising Bureau reports that investment in digital ads spiked 23% in the first six months of this year to hit $49.5 billion, putting it on a trajectory to reach $100 billion for the first time by the end of 2018. Mobile took the largest digital ad spend share at 63%, according to the IAB’s Internet Advertising Revenue Report.
Management consultancies are threatening advertising’s holding companies by offering brands services to transform or improve digital customer experiences, an appealing offer for those looking to directly engage with increasingly ad-averse audiences, writes Stephen Wilmot. “Agency groups have little choice but to follow where consultants lead,” he writes.
Real-time data is rarely truly that due to the complex supply of sources and platforms needed to harness it, but even if it’s just a few seconds out it can add huge value to marketers if they extract the right information about the contextual behavior of target audiences in the moment, writes Marc Sabatini. “[S]uccessful customer interactions come about only through customized and contextually relevant experiences, and that mandates real-time information about users and their context,” he writes.